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INTERNATIONAL BUSINESS - page 13 / 17

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Contents

Change: The Critical Factor

614

Organizing Today's International Business

617

Organization Structure

617

Vertical Differentiation: Centralization Versus Decentralization Horizontal Differentiation: The Design of the Formal Structure

618 620

Contemporary Structures

624

| Point IgEfl^^^Sffl Hierarchies or Hyperarchies?

628

Coordination and Control Systems

629

Coordination Systems

629

Control Systems Organization Culture

632 635

The Importance of Culture

635

Challenges and Pitfalls

637

Organization Culture and Strategy

638

C A S E : Infosys: The Search for the Best and the Brightest

Summary

644

Key Terms

645

Endnotes

645

Looking to the Future:

The Role and Rise of Corporate Universities

640

639

  • PART

SIX

MANAGING INTERNATIONAL OPERATIONS

648

16 Marketing Globally

648

CASE: Avon Calls on Foreign Markets

649

Introduction 654 Marketing Strategies

655

Marketing Orientations

655

Segmenting and Targeting Markets

657

Product Policies

659

Why Firms Alter Products

659

[]PoIrTtJ3BffiHEffl Should Home Governments Regulate Their Companies' Marketing

in Developing Countries?

660

Alteration Costs

663

The Product Line: Extent and Mix

664

Pricing Strategies

664

Potential Obstacles in International Pricing

664

Promotion Strategies

669

The Push-Pull Mix

669

Some Problems in International Promotion

670

Branding Strategies

672

Worldwide Brand Versus Local Brands

673

  • a*

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